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March 23, 2012 2

Turkish Ad Uses Footage of Hitler to Sell Shampoo

Adolf Hitler is the star of a Turk­ish com­mer­cial for men’s sham­poo. The ad for Bio­men, which is now appear­ing on Turk­ish tele­vi­sion, fea­tures a video of Hitler angrily ges­tic­u­lat­ing, with a Turk­ish voiceover call­ing on men to pur­chase the shampoo. 
“If you’re not wear­ing women’s clothes, then you shouldn’t be wear­ing woman’s sham­poo,” the voiceover says. “Here it is. A real man’s sham­poo, Biomen.”
The ad is yet another exam­ple of how Holocaust-era images are used in adver­tis­ing around the world, which con­tribute to the triv­i­al­iza­tion of and desen­si­ti­za­tion to the unpar­al­leled hor­rors of the Holocaust.
Ear­lier this year, pho­tos of a Nazi con­cen­tra­tion camp were used in a pro­mo­tional cam­paign for a Dubai gym, includ­ing an image of the rail­road lead­ing to Auschwitz-Birkenau with the slo­gan, “Kiss your calo­ries good­bye.” After receiv­ing com­plaints, the founder of The Cir­cuit Fac­tory gym in Dubai, Phil Parkin­son, apol­o­gized and removed the photo.
In a let­ter to the Turk­ish Ambas­sador to the United States, ADL called on the Turk­ish gov­ern­ment to con­demn the ad. The Turk­ish Jew­ish com­mu­nity has also released the fol­low­ing statement:
“We fol­low with sad­ness and regret the use of Hitler fig­ure in the Bio­men Men Sham­poo adver­tise­ment, which was brought to the screen in recent days.”


“Hitler, who mas­sa­cred 6 Mil­lion Jews in gas cham­bers for the sole rea­son of being Jew­ish and also killed its men­tally dis­abled cit­i­zens on the pur­pose of cre­at­ing “a pure Arian race,” had cre­ated the dark­est pages of the world his­tory. Using him in an adver­tise­ment for what­ever rea­son is an unac­cept­able sit­u­a­tion and could not be accepted by us at all. This is beyond all ethics as well as a huge insult to human rights.”

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